My Process

My Process

Why Process?

Having a thorough and refined process is essential. I’m sure it will evolve over time, which is healthy, but a solid process ensures great and efficient results. My clients appreciate knowing what to expect, and communication and transparency are important to me. I care deeply about the people I work with and take pride in my work. I want the best for my clients, and this process has proven effective for both my clients and me.

Discovery Call

This is usually my first interaction with clients. I take time to get to know them and understand their problem so I can determine how to best help them. We also discuss budget and timeline.

Onboarding

I create the first invoice for a 50% deposit along with a contract. Additionally, I set up a client portal where clients can track project progress and other related details.

Questionnaire & Strategy Call

Clients then complete a questionnaire that helps me gain a deeper understanding of their brand. I carefully study their responses, conduct research, and then we have a strategy call. This call ensures we’re on the same page and ready to move forward in a good direction.

Based on everything gathered so far, I begin sketching brand mark concepts. This usually involves creating at least 60 sketches. These initial sketches usually don’t include any words from the brand; I focus solely on crafting a strong mark that can be recognized at any size and applied to a range of brand needs. For example, a brand mark might be something iconic, like the Nike swoosh.

Sketching

I only present marks that I truly believe in for the brand. That is why the number of options varies; sometimes, it’s nine, other times it may be one. This presentation is in black and white to help clients focus on the design’s form and functionality. Once a direction is chosen, we make adjustments to ensure it aligns with my client's vision. I encourage feedback and engagement in this stage.

Brand Mark Presentation

Color Palette & Logo Suite Presentation

After refining the brand mark, I build the logo suite. This might include a custom wordmark built from the brand mark’s geometry or a complementary clean, sans serif typeface. The suite includes at least three logo variations for various applications, ensuring maximum legibility. My goal is to create logos that look as good in a tiny Instagram profile picture as they do on a wall. The chosen color palette is also presented here, as color holds power and must be selected thoughtfully.

Full Brand Identity Presentation

Depending on the project scope, additional assets may be included in this presentation (business cards, letterhead, patterns, icons, illustrations, etc.). This is where I showcase the brand in real-world applications using mockups. It’s one of my favorite parts of the process, as this is when the brand truly comes to life. The difference between seeing a logo on a plain white background and seeing it embroidered on a sweatshirt is significant, and it’s when clients often get most excited about bringing their brand to action.

Brand Guide

For clients who are serious about brand consistency, I create a 35+ page brand guide to ensure cohesive branding across designers, vendors, and other partners.

Offboarding

Before sending the final files, the remaining invoice is paid. I then upload links to all final files, including fonts, the brand guide, and any additional assets.